What makes you unique?

What is it that you do that no-one else does?  This is it, the fundamental million dollar question.  Because if you can answer this then you have the key to a truly successful business. In this article we look at why you need to work on this and some steps to help you get there.

It’s a very tough and competitive market out there.  Too many brands are fighting for a smaller slice of the pie.  Consumers are wary and they’re smart.  They know times are tough so they sit back and wait to see what deals you might be offering and how far you’re prepared to go to close the deal.  Knowing what makes you unique does two very powerful things for you.  Firstly it gives you a point of difference in a cluttered and aggressive market.  This point of difference allows you to position yourself uniquely in the market and depending on what your point of difference is, it allows you to be seen as more appealing to your target market than your competition.  Secondly, identifying exactly what is your key point of difference and then strategically developing compelling wording and packaging to articulate this gives you a very powerful communication platform. Effective marketing is about connecting with your target market and influencing them.  By knowing the key solution that you bring to their lives and by articulating this well your target market will see and hear you, they’ll appreciate the benefit you offer them and they’ll want you!

So how do you identify just what makes you unique?
Well for starters make a list of all the products or services that are your best, have the greatest potential or provide the best profits as features of your business.  Then identify the key ‘benefit’ of each of these features.  Now rate their importance out of 10 and finally state whether these features/benefits are standard or different in the market place. The ultimate aim of this exercise is to highlight one or more features/benefits that only you provide.  When we work with clients sometimes we have to do this exercise a couple of times, because your unique point of difference may not be immediately evident or may not be strong enough or even unique first time round, but with a bit of strategic thinking it will be there and trust me, once you’ve identified that core essence of your brand that sets you apart – you’re on your way to realising your full potential. 

To find out more call Brand Startegist Sally Cooke or email sally@tuskany.co.nz